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Marketing: Eine Einführung von Armstrong, Gary; Kotler, Philip-
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Standort: Schiller Park, Illinois, USA
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eBay-Artikelnr.:396585184598
Artikelmerkmale
- Artikelzustand
- Binding
- Hardcover
- Product Group
- Book
- Publication Year
- 2019
- Weight
- 2 lbs
- IsTextBook
- No
- ISBN
- 9780135192122
Über dieses Produkt
Product Identifiers
Publisher
Pearson Books
ISBN-10
0135192129
ISBN-13
9780135192122
eBay Product ID (ePID)
13050024947
Product Key Features
Edition
14
Topic
Marketing / General
Book Title
Marketing : an Introduction
Number of Pages
672 Pages
Language
English
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Length
10.9 in
Item Width
8.5 in
Additional Product Features
LCCN
2018-045243
Dewey Edition
23
Dewey Decimal
658.8
Table Of Content
PART 1: DEFINING MARKETING AND MARKETING PROCESS 1. Marketing: Creating Customer Value and Engagement 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Understanding Consumer and Business Buyer Behavior PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX 6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 7. Products, Services, and Brands: Building Customer Value 8. Developing New Products and Managing the Product Life Cycle 9. Pricing: Understanding and Capturing Customer Value 10. Marketing Channels: Delivering Customer Value 11. Retailing and Wholesaling 12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 13. Personal Selling and Sales Promotion 14. Direct, Online, Social Media, and Mobile Marketing PART 4: EXTENDING MARKETING 15. The Global Marketplace 16. Sustainable Marketing: Social Responsibility and Ethics APPENDICES 1. Company Cases 2. Marketing Plan 3. Marketing by the Numbers 4. Careers in Marketing
Synopsis
For undergraduate principles of marketing courses. This ISBN is for the bound textbook, which students can rent through their bookstore. An introduction to marketing using a practical and engaging approach Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios. This title is also available digitally as a standalone Pearson eText, or via MyLab Accounting, which includes the Pearson eText. These options give students affordable access to learning materials, so they come to class ready to succeed. Contact your Pearson rep for more information., For undergraduate principles of marketing courses. This ISBN is for the bound textbook, which students can rent through their bookstore. An introduction to marketing using a practical and engaging approach Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios. This title is also available digitally as a standalone Pearson eText, or via MyLab Accounting, which includes the Pearson eText. These options give students affordable access to learning materials, so they come to class ready to succeed., Marketing: An Introduction is your clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success. The second European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.
LC Classification Number
HF5415.K625 2020
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